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Tourism SA

Commercial launched to promote SA overseas

Tue, 12 May 2009 11:20

By Siboniso Ntuli

Tourism South Africa has launched a 60-second television commercial which will be aired on several international news channels.

The advert, to be broadcast on CNN International, BBC World, EuroSport, Sky News and Fox, will showcase South Africa as a prime tourist destination ahead of the 2010 FIFA World Cup.

The advert is expected to reach almost 600 million people between now and when the World Cup kicks off next year.

Tourism SA Acting Chief Operations Officer (CEO), Didi Moyle, said the commercial celebrates the spirit of South Africa and South Africans, and gives evidence to the world that the nation is ready, excited and celebrating its opportunity to host the global sport spectacular.

The advert forms part of a larger campaign to promote tourism which also includes a revamped 2010 website, social media components and a strong public relations drive. The campaign has been dubbed “big, bold and exciting”.

Chief Marketing Officer for Tourism SA, Roshene Singh, said tourism was an extremely competitive space online and that they hoped that by relaunching the new official world class travel website, South African would be able to compete with the best, the world has to offer.

The site features an innovative flash-based ‘My Trip planner’ tool.

“South Africa is excited about the World Cup. This is the biggest sporting spectacular in the world, and it’s coming to our country in our lifetime. We must grab this opportunity with each of the 45 million pairs of hands we have in South Africa,” said Ms Moyle.

She said the World Cup was an opportunity to welcome the world and show them that we are, indeed a nation of friendly, warm, hospitable and celebratory people.

The Tourism Indaba opened on May 9 with a flag parade representing each country that had previously hosted a World Cup championship to celebrate South Africa taking its place in an elite group of host countries.

“After Indaba there are almost 400 more days of marketing opportunities and the challenge it to get out there and do it.

“The campaign that we celebrated here in Indaba is the start of the 400 days of getting up and moving for the biggest sporting event that most of us will ever witness in our country in our lifetime,” said Ms Moyle.

- BuaNews